Intro to web analytics

2. What Is Web Analytics
“ Web Analytics is the measurement,
collection, analysis and reporting of web
data for the purposes of understanding and
optimizing Web usage.”
- Industry Standard Definition

3. Visitor Behavior

4. Why Web Analytics??
Better understanding of your online business.
Helps identify your prospects.
Better communication with your customers.
Increase in conversions / revenue.
It can only make you better.

5. History Of Web Analytics

6. Offline -> Online
• Radio: Before & after data helps
measure impact of ads by city.
• Unique redeemable online codes
provided in taxi cabs.

7. Online -> Offline
Use membership cards to tie online and offline
purchase behavior.
Tie online purchasers with later offline purchases
(say in the following 45 days).
Track Offline Conversions From Your Online
Customers.

8. Web Analytics Process

9. What Can Be Measured
How people arrive at a
website.
How they navigate a website.
How they left.
How they find information on a
website.
How they value website
content.
How they respond to
alternative offers.
How they react to email or
search marketing.
How they interact with the
online buying process.

10. How We Tracked

11. How We Track

12. Analytics Framework
Business Objective
No numbers…Just a sentence.
KPIs
What measures success.
Segmentation
Know your users and have the ability to identify between prospects and
customers.
Presentation
Present meaningful data, analysis, actionable insights.

13. Let’s Begin!!!!
Challenges
What to report.
Identifying Actionable
Insights.
Presenting the value
of analytics.
Reporting.
Solutions
Good KPIs and D.U.M.B
objectives.
A well designed business
case for advanced
analytics.
Suggestions based on
findings for stakeholders.

14. D.U.M.B Objectives
D: Doable
Are you capable of accomplishing the goal?
U: Understandable Challenge
Are the objectives clear to all stakeholders?
M: Manageable Challenge
Do we have resources in place, and time to achieve?
B: Beneficial Challenge
Given the other D.U.M requirements, will this be worth our time?

15. Key Performance Indicators
(KPIs)
Retail:
1. Revenue
2. Orders
3. Conversion Rate (Orders/Visitors)
4. Average Order Value (Revenue/Orders)
5. Revenue per Visit
6. Average Selling Price (Revenue/Units)
7. Units per Transaction (Units/Orders)

16. Key Performance Indicators
(KPIs)
Media:
1. Unique Visitors
2. Page Views, Video Starts, & Mobile Views
3. Page/Video/Mobile Views per Visit
4. Registration Rate (Registrations/Visits)
5. Video Consumption Rate (Video Starts/Visits)
6. Visits per Visitor (Visits/Visitors)

17. Key Performance Indicators
(KPIs)
Financial Services:
1. Total Application Submissions
2. Application Completion Rate
3. Application Conversion Rate
4. Self-Service Transaction Completions
5. Self-Service Cost Savings (Call-center cost – Online
cost) * Transaction Completions

18. Key Performance Indicators
(KPIs)
B2B:
1. Number of Leads
2. Inquiries/Leads
3. Inquiry Conversion Rate (Inquiry Completions/Visits)
4. Cost per Inquiry/Lead (Acquisition cost/Leads)
5. Form Completion Rate (Inquiry Completions/Inquiry Starts)
6. Micro-conversions (Path Analysis)

19. Macro & Micro Conversion
Identify all task on site and identify its
value.
Conversion rate is all about
participation.

20. What To Measure
A small business can concentrate on Clicksteams ,
KPIs and Surveys.
A medium size business can concentrate on KPI’s,
Clicksteams, Surveys and Testing.
A large business can concentrate on Surveys, KPI’s,
Clicksteams, Testing and Competitive Intelligence.

21. Examples Of Metrics
Standard
Sessions
Unique Page Views
Users
Bounce Rate
Time Spent on Site/Page
Goal Completions
Custom Events
Button Clicks
Downloads
Video Views
Scrolls
Share/Comments/Likes

22. Segmentation
Categories:
• Acquisition
• What drives traffic to your site?
• Behavior
• What people do on your site?
• Outcome
• What are you trying to achieve?

23. Process Of Segmentation
Ask the right question. What matters most to the
business.
Create ‘A’ segment.
Create relevant reports to measure KPIs.
Provide Actionable Insights and ACT UPON IT!!!

24. Voice Of Customer
“Knowable” vs. “Doable” Biggest Surveying Mistake:
Focusing on what you want to know, not what you
can action.
Primary Purpose:
Why Are You Here?
Task Completion: Were You Able To Complete Your
Task?
Open Text VOC: Why Not?

25. Presenting Data
Tell a story with meaning to your data.
Have a strong start where you establish a clear direction with a desired outcome.
Manage your time effectively and cover your content in the allocated time, but also leave
time for discussions.
Flexibility is key when presenting. Focus on their interest and not yours.
Have data to backup your hypothesis.
Avoid Noise.
Don’t fall in a rabbit hole.
Know you audience and deliver in a manner which makes sense to them and they are
comfortable throughout the presentation.
Keep it simple….To the point & SIMPLE!!
Go Prepared!
Share the ROI since that is ONLY what they are interested in.

26. Location Based Analytics
Eliminate NOISE!!

27. ROI For Campaigns
Did I Miss The Target?

28. Story Telling
Once Upon A Time…

29. Overcome Not Provided
Seeing Is Believing.

30. Multi Channel Funneling
So where else did they come from?

31. Lead Generation
• Strong CTA.
• Limit the number of fields.
• Provide options.

32. Tools
Google Analytics (Premium or Free)
Adobe Site Catalyst
WebTrends
Coremertrics
Google Webmaster Tools
Google Adwords
Tag Management Tool (Tealium, Google Tag Manager, Adobe Suite..etc)

33. Future of Analytics
Predictive Analysis.
Mobile and Tablet.
Geo Targeted – Location Based Marketing.
Interactive Content Marketing.
Re-Targeting.
Social Media.
Personalization.

34. Words Of Wisdom
“Don’t let your campaigns write checks that your
website can’t cash” – Avinash Kaushik

35. Credits
Avinash Kaushik. (www.kaushik.net)
Adobe knowledge base.
Wikipedia.

36. Thank You & Now Its Your
Turn!!!
Sunny Taj
832-421-5446
staj@brandextract.com
LinkedIn: https://www.linkedin.com/pub/sunny-taj-
omcp/11/5a2/833